Tour operators say Central Asia is becoming increasingly popular thanks to simplified visa processes and a larger social media presence. And they're taking advantage of that opportunity by expanding tour offerings in the region, which encompasses Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan.
Bukhara is a city in Uzbekistan that was a prominent stop on the Silk Road. Photo Credit: G Adventures
Intrepid launched its biggest expansion to Central Asia after seeing a 50% increase in bookings year over year while observing a 180% spike in bookings compared with prepandemic levels.
"That kind of growth speaks to the pent-up demand for immersive, culturally rich and off-the-beaten-path travel experiences," said Leigh Barnes, president of the Americas at Intrepid Travel.
"Kyrgyzstan has its nomadic traditions and sweeping mountain ranges; Uzbekistan is full of stunning Islamic architecture; in Bukhara, you can stay in centuries-old Jewish homes; in Tajikistan, you'll find isolated villages tucked into mountain valleys; and in Turkmenistan, you might be eating dinner in a village where people believe they're descended from Alexander the Great's Greeks.
"It's a true cultural mosaic that you just don't find elsewhere," Barnes said.
Intrepid will operate two new itineraries in Central Asia: Kyrgyzstan: Trekking the Tien Shan Trails and Highlights of Central Asia. The trips feature traditional yurt lodging, visiting nomadic camps and dining with local families. These itineraries add to several other Intrepid offerings in the region, with the Kyrgyzstan itinerary being the operator's first hiking trip.
G Adventures unveiled itineraries for its "18-to-Thirtysomethings" collection after observing a 57% increase in bookings for Uzbekistan and 30% increase for Kyrgyzstan across its other travel collections.
The operator said it is the first to introduce a Central Asia itinerary at a rate affordable for younger travelers; it will debut a 26-day itinerary across Uzbekistan, Tajikistan, Kazakhstan and Kyrgyzstan in April for $3,749. This itinerary introduces travelers to four of the five countries that make up Central Asia, while its Five Stans of the Silk Road itinerary, which visits all five countries, costs $5,599.
These new itineraries just scratch the surface of what operators can design for Central Asia itineraries, said Yves Marceau, G Adventures' vice president of product. The nature found in Central Asia, from mountains to deserts, offer opportunities to develop future active itineraries, he said.
G Adventures has operated itineraries in Central Asia for about 20 years, during that time, infrastructure, hotel and flights have improved, broadening accessibility, Marceau said. A simplification of the visa process for countries in region, such as Kyrgyzstan and Uzbekistan, has also enticed more travelers to the region, he added.
And the power of social media is sparking traveler curiosity about "the 'Stans," which led G Adventures to launch the youth product. Barnes echoed social media's role in driving bookings, adding that documentaries like "Joanna Lumley's Silk Road Adventure" are increasing tourism.
"I see this area becoming a pressure point for many operators in five years, where demand outpaces capacity," Marceau said. "I think we're going to see the evolution of more niche products in this region fairly quickly."
The appeal of the 'Stans
Large operators are not the only ones observing growth in the region, with specialists also seeing more demand.
Zulya Rajabova, founder and president of custom tour designer Silk Road Treasure Tours and an Uzbekistan native, said the company has seen roughly a 70% increase in bookings year over year. Uzbekistan in particular has experienced "steady rise" over the past five years, she said.
"Uzbekistan is truly the hub of Central Asia travel, the only country which connects you to all 'Stans," she said. "What's changed is that instead of staying for a week, visitors are now extending their journeys to 12 to 13 days to see more."
In Central Asia, visitors feel like they're tapping into something not found elsewhere, operators said. Today's travelers "are looking for new frontiers," Rajabova said.
"Though many of these countries are ex-Soviet satellite countries, it's not like going into Russia at all, and it's not Asia and it's not completely the Middle East," Marceau said. "It's its own kind of feel and culture."
That unique feel lends itself to authentic cultural experiences, which travelers seek on their trips, said Ganesha Balakrishnan, founder of The Untold Direction, a travel agency that specializes in Central Asia.
Though the region offers plenty for travelers in pursuit of outdoor experiences, it's often the culture itself travelers are drawn to, he said, a sentiment echoed by other operators. Barnes lauded the region's hospitality and warmth, describing it as feeling "welcomed in a way that's hard to describe."
Editor Ⅰ: Yuan Jiali
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
